Progress made in developing markets for Welsh meat in Asia

Hybu Cig Cymru – Meat Promotion Wales (HCC) founded a Welsh Lamb Club in Hong Kong last week, marking a sign of progress for Welsh exports to Asia.

The Welsh Lamb Club is made up from chefs and restauranteurs committed to sourcing PGI Welsh Lamb and serving it on their menus.

At an induction at Hong Kong’s Grissini Restaurant at the Grand Hyatt, four new members were welcomed by HCC’s chief executive Gwyn Howells. They were chefs Albert Au, Calvin Soh and Kenneth Law, and restaurant manager Kevin Lee.

During the trip, Howells, alongside Deanna Level, also from HCC, met with a number of retailers in Hong Kong that stock PGI Welsh Lamb, as well as representatives of food importers for discussions regarding expanding the market for both Welsh Lamb and Welsh Beef.

“The establishment of a Welsh Lamb Club branch in Asia is a sign that our brand is growing in these markets,” said Howells, chief executive of HCC. “The newest members of our Welsh Lamb Club represent four top-quality restaurants across Hong Kong and Macau. They’re all committed to serving the very best PGI Welsh Lamb, and will act as powerful ambassadors for our product.

“We have excellent partners in Hong Kong who are proud to source and market Welsh red meat as part of their premium offering. From speaking to importers and retailers, I’m confident that we can grow the brand further, and help producers to gain more sales in the region. A strong presence in Hong Kong and Macau is potentially an important foothold for the future. We continue to work with the Welsh government towards gaining access for red meat exports to the huge market in mainland China.”